India had in November last year amended its single-brand retail policy to allow foreign-funded retailers that sell products under a single label to do so through both brick-and-mortar and online stores.

"Now that full clarity has emerged in single-brand policy, we will certainly look at it," said Vivek Gaur, chief executive at Yepme, which manufactures and sells garments and accessories through its online portal as well as physical stores. "We don’t need to do everything from ecommerce to brick-and-mortar stores ourselves but it gives flexibility to pick whatever we want to do," he said.

India allows 100 per cent foreign investment in ecommerce marketplaces but such marketplaces cannot stock or sell on their own; they are only allowed to lend their platforms for retailers to sell products.

By remodelling their businesses into single-brand operation, online retailers will be able to hold and sell their own inventory online without circumventing foreign direct investment (FDI) rules.

Women’s fashion portal FabAlley, which sells products under FabAlley brand, said it plans to turn single-brand next year when the company plans to raise overseas capital.

"Currently, we are funded by Indian angel investors. As and when we get foreign money, we will definitely apply for single-brand licence," said Shivani Poddar, cofounder of the Bengaluru-based firm. She said FabAlley already confirms to single brand norms.

Online furniture retailer Urban Ladder has approached lawyers to study single-brand possibilities, according to a person with direct knowledge. "We are still exploring the single-brand model and are in conversation with consultants to understand the model better," an Urban Ladder spokesperson said in an emailed reply. "However, we do not have a final decision on this yet," the person said.

Zivame, which sells around 50 brands of lingerie products on its platform, plans to sell only Zivame-branded ladies underwear to become a single-brand player, said a person aware of the development. Zivame did not respond to an email sent last week seeking comments on their single-brand plans as of press time Tuesday.

Yepme already operates a chain of Yepme branded physical outlets. So does Zivame, which plans to open about 100 stores in the next three years. FabAlley also has a physical store.

Experts said it makes sense for companies to leverage on their brand equity by going mono brands.

"It creates a differentiator, and, second, there are not large brands, so it is a fantastic opportunity for companies like Zivame to capture that space," said Nitin Chhabra, chief executive at ecommerce consultancy firm Ace Turtle.

"Lingerie is largely unorganised. There are some organised players but they are not large due to distribution issues. Zivame doesn’t have distribution issues as they are an online player; they are already serving thousands of post codes," he said.

Several online players do not consider this option though. Fashion retailers Limeroad.com and Voonik.com and online furniture seller Pepperfry said they want to maintain their marketplace models, allowing other retailers to sell products through their platforms.